Tech Marketing of Polymers, 2005-05-12

8/14/2019 Tech Marketing of Polymers, 2005-05-12

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TECHNICAL MARKETING

OF POLYMER PRODUCTS

May 12, 2005

[email protected]
mailto:[email protected]:[email protected]


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Attitude about sales activitiesand sales job . . .

. . .A practical life is full of customers

around us.

. . . We sell every day.


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Sales activity is more of day-to-day in

nature.

Marketing involves series ofplanning,


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nature.


execution of the plan,


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nature.


execution of the plan, evaluation


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nature.


execution of the plan, evaluationandrevision of plans


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nature.


execution of the plan, evaluationandrevision of plans over a broad, orvery broad time frame, to enhancesales activity.Selling is a subset of marketing.


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Definition of marketing byAmerican Marketing Association:

"The process of planning and executing

the conception, pricing, promotion, and

distribution of ideas, goods, and

services to create exchanges thatsatisfy individual and organizational

objectives." (AMA 1985)


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Marketing is . . .

Creation and retention of customers

under mutual satisfied value(s).


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Marketing is . . .

Creation and retention of customers

under mutual satisfied value(s) at

profit.


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Basic situation in modernworld market: needs are moreand more specific.

. . . n i c h e


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Specific needs (niche) can bepredicted.

. . .Requires v i s i o n

& i m a g i n a t i

o n


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What needs to be clear in marketing:

1) Objective(s) of a product

2) target group(s)

3) products limitation(s)

4) v a l u e (s)- tangible

- intangible


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Mandatory Activities of Marketing:

-steps of approaches- collection of facts andweave them

in an organized manner to achieve

an objective of the presentation- presentation


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Sources of facts to be collected:

- first hand

- second hand


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Technical marketingis a marketing by

which relevant technical knowledge isindispensable in the application.

- processing

- applications


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Common situation in the marketingof highly technical products:

- Much higher cost/price compared to the

common products of similar application.

- Requires the approach to the key decision-

maker(s).

- Long-way process of ground works prior to

becoming continuous business.


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Two categories of products of

polymers that require technical

marketing:

A) Raw materials

B) Semi-finished and finishedproducts


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Category A : raw materials

- material properties

- where the prospects lies

- material processing/application conditionsand limitation

- investment and its return


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E.g. 1An extra-high modulus fiberfor

structural compositeapplication.- material properties- where the prospects lies

- material processing conditions and limitation

- investment and its return for each application

Considerations specific to this product and

application:

- weaving pattern selection


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E.g. 2A difunctional molecule toreact

with diamine forepoxymodification.- material properties- where the prospects lies



Considerations specific to this product andapplication:

- compatibilities, dispersion, adhesion,

phase, dynamic properties

- stoichiometry and sequence of addition


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E.g. 3 A crosslinkable processing aidfor

rubber compounding.

Considerations specific to this product andapplication:

- material properties

- where the prospects lies



- optimized combination of the loadings ofthe processing aid & the vulcanizing agent


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Category B : semi-finished &finished

products

- material properties, compound properties

- why should it works for the application

- material selection, selections of sizes and

forms

- realistic application conditions

- evaluation quantitative return on

investment


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E.g. 1 FFKM parts (o-rings, gaskets,

valve- stem packings) forsevereprocess

conditions.- why should it works for the application

Consideration specific to this product group:



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- material selection, selections of sizes and forms



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- evaluationquantitative return on investment


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Price & Initial Cost vs Overall

Cost


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Price & Initial Cost vsOverall Cost (contd.)



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Key Components of

Down-Time Cost

Key Components of

Down-Time Cost

Production opportunity lost

Power factor

Man-hours


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Price & Initial Cost vs

Overall Cost (contd.)

Price & Initial Cost vs

Overall Cost (contd.)


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- comparison with competitive FFKM parts


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E.g. 2 Gloves of Kevlar forprotectionagainst

cut and slash.- why should it works for the application

Considerations specific to this product group:




- evaluation quantitative return on investment


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E.g. 2 Gloves of Kevlar forprotectionagainst

cut and slash.- why should it works for the application- material properties, compound properties



- evaluation quantitative return on investment


- how to derive the actualcost from worker

injuryto be agreed upon byall parties

concerned.


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E.g. 3 Flue duct expansion joints ofViton

for services under acidic,high

temperature atmosphere.


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temperature atmosphere.- material properties, compound properties- why should it works for the application


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Compounds of Viton May Include

The selection, quality and quantity of each ingredient affectseal performance and reliability!

One or more elastomers of different classes.Fillers (reinforcing or non-reinforcing)

Others for special characteristics

Metal oxides Stabilizers

Curatives/accelerators Extending oils

Pigments Plasticizers

Carbon black

Non-black


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temperature atmosphere.- material properties, compound properties- material selection, selections of sizes and forms



- why should it works for the application


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Six Major External Environments

to Consider

- Technological

- Economic

- Social / Cultural / Practices (Customer)

- Political / Legal

- Natural / Climatic

- Competition


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Follower Interact

Isolate Shaper

CustomerFocus

Low Technology Focus High

High

Low

Strategic Focus Grid


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1)One raw material is required to be marketed for

various applications, or even various industries.One finished product is required to be marketed

for various industries.

2) One market may have more than one product

to serve. Need to operate with market (segment)

leader and product leader

In reality:


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Examples of market segments

Raw materials:

Finished products:

Segmentation should be manageable.

Adhesive, automotive, coating, construction,footwear, military, wire & cable, general plastics,general rubber, trading.

Automotive, cement, ceramic, consumer products,electrical appliance, electronic, food, glass, metalprocessing, military, OEM, oil & gas exploration,plastic, packaging, petrochemical, powergeneration, rubber, etc.


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Two Essential Industrial

Leading Staff in Marketing

- product leaders

- segment leaders


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roduct Leaders Role

) pricing

- currency fluctuation

- import duty classification

- import duty situation

) delivery

) allocation of products as well as resources across the product lines

) inventory planning

) techniques (literatures, first-hand info, etc.)

- literatures

- from supplier

- academics

- consult supplier

- customer experience

- first hand info

- lab test

- trial with customer


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egment Leaders Role

) communicates with customers

) learn the product details from the product leaders

) gathers products to be offered as a package in the assigned segment

) applicability

- process barrier

- consumer behavior, value and practices (end users side)

- product evaluation, drive to commercialization

) define commercial barrier/opportunities

- market conditions

- customer behavior; mind set (overall)

- niche search

) work closely with product leader on delivery schedule, biz development,

market info update, pricing, allocation and inventory.

) competitive situation update


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How much/how deep

technical consideration is

required?

Factors:

- stage- level of common sense

- values and practices


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Emphasis required for technical marketing:V a l u e- Focus on customer needs rather than the

product or its technologies.

- Be able to point out the difference between

investment and cost.

- Tangible and intangible values.

- Base the selling price on value first; not on

the cost first.


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Side-benefit to the organization from hardworks involved in technical marketing:

Monopoly for a considerable period of

time


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ut each product has its life-cycle. How tosustain the business??- services

Answers:

- core value of the business as a whole, to effectsome kind of quality that leads to mouth-to-

mouth form of publicity: consistency

purity, cleanliness

superior appreciation from customers


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[email protected]


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Necessary Points in First-HandInformation Findings

A) Manufacturing customer details (details related topotential of the business, possibility of achievements,

etc.):

type of product producedproduction capacity

customers market(s) and thesegmentation

domestic export (name of the country and

approx.

percentage)market situations, market factors number of employees/machineries that

would use ourproduct(s)

etc.


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C) Common Points

Customer name, key-contact & his/herposition, address,

phone & fax number, e-mail address.Purpose(s)/objective(s) of visitapplication details (as details as possible)

product satisfactioncurrent problem(in case there is any, and

explain

with as much details as possible)incentives to upgrade

indirect incentivesdirect incentives

decision mechanismnext action steps


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Tech Marketing of Polymers, 2005-05-12

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